An essential guide for marketers and execs wishing to integrate their brands with modern games and esports In Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, decorated gaming and social media research and marketing executive Jonathan Stringfield delivers a roadmap to understanding and navigating marketing and business integrations into the gaming ecosystem: who plays games (and why), how modern games are created and oriented around the world of esports, and where brands can get involved with modern games. This book explains the breadth and depth of the gaming audience, describing the rapidly changing demographics of modern games and the various motivations gamers have for playing games. It also unpacks the history of gaming and how it has impacted the creative processes and output from the industry. Finally, it offers a practical guide for brands wishing to integrate themselves into new gaming environments, with an emphasis on maximizing success for marketers, developers, content creators, and fans. Get in the Game provides: A thorough introduction to why marketers and executives must pay closer attention to gaming, as well as existing roadblocks to understanding the gaming industry Comprehensive explorations of the psychology and motivations of gaming, and implications towards messaging and brand safety. Practical discussions of gaming as a competitive platform or streaming viewing experience. In-depth examinations of gaming ad placements, deep marketing integrations between companies and games, and future directions for the industry and how it relates to the emergence of the metaverse. Perfect for marketing strategists, brand managers, and Chief Marketing Officers, Get in the Game will also earn a place in the libraries of executives seeking to connect with the misunderstood yet largest segment in consumer entertainment.

Esports have attracted considerable attention over the past few years and become an industry that is projected to continue to increase rapidly. Intersecting with the esports industry are organizations and businesses that develop and support the esports game experience. Included is the entrepreneurial spirit of gamers, who are interested in creating their own career paths through capturing and posting gaming microassists on different public venues that are driven by advertising dollars, invitational competition monetary winnings, and other forms of marketing their expertise for financial gain. All these organizations and industries form satellites of career opportunities as well as opportunities for research and enhanced forward-leaning study. Such career opportunities can be explicitly addressed within the structure of university degree and micro-credential certificate programs, some of which have begun to offer esports-directed degrees, but most of which have not yet moved from esports clubs into a recognition of the business and industry monetization of esports. The Handbook of Research on Pathways and Opportunities Into the Business of Esports addresses the intersection of esports gaming and the business and industry of esports, rather than an exploration of the video games themselves. It is the supporting and intersecting industry driven by esports and the vast opportunities this brings that are the foci of this book. Covering topics including digital learning, esport marketing curriculum, and gaming culture, this text is essential for business professionals, industry analysts, entrepreneurs, managers, coaches, marketers, advertisers, brand managers, university and college administrators, faculty and researchers, students, professors, and academicians.

Video games are inherently transnational by virtue of industrial, textual, and player practices. The contributors touch upon nations not usually examined by game studies - including the former Czechoslovakia, Turkey, India, and Brazil - and also add new perspectives to the global hubs of China, Singapore, Australia, Japan, and the United States.

While multimillion-dollar prizes are common in esports today, did you know that esports began humbly in a small Asian country without a significant gaming industry at the time? And would you believe that after two decades of embracing esports, Koreans enjoy playing competitive gaming not only privately, but also at official corporate social events? If not, it's understandable. Anyone under forty-five grew up with video games as a natural part of their lives, but older generations have had minimal exposure to gaming. Without firsthand experience, it can be difficult to understand why the industry is booming and why your children and grandchildren love esports so much. Demystifying Esports bridges the generation gap by exploring the history of competitive gaming, the growth of the industry, and its explosion as a global phenomenon. Dr. Baro Hyun relies on his extensive knowledge of esports' history in South Korea to shed light on the growth and risks of this booming field.

Esports Insights outlines the fundamental characteristics, features, and structures of the rapidly growing esports industry and acts as the perfect primer for readers without any prior knowledge of esports. Featuring international case studies in every chapter, this book showcases the contemporary nature of esports through illustrative, industry examples. By offering a concise and easy to understand introduction, it discusses the key components, stakeholders, and features of this commercially driven sector, which by its very nature is dynamic and highly complex. Exploring current regulatory and governance structures within esports, it unpacks the industry’s essential features by outlining the various genres, formats and stakeholders who are instrumental to the functioning of the esports industry. Adopting a critical but balanced analysis, the book discusses the social benefits of esports, outlining its potential as a tool for social inclusion and sport development, whilst acknowledging the potential impacts and risks of esports participation and spectatorship, related to health and wellbeing. Finally, Esports Insights also considers future developments and changes within esports, as the sector evolves and continues to professionalise. This book will be of interest to any student, researcher, or practitioner with an interest in sport business, sport and society, event studies, esports or video gaming, or the wider media industry.

As esports is one of the new and rapidly growing sports programs at the collegiate level, today’s campus leaders are increasingly asked to navigate the complexity of esports. This practical volume helps higher education professionals understand the expanding role of collegiate esports, describing the ecosystem of college esports and the experience for college players, as well as the connections between gaming and career preparation. Chapter authors offer an overview and practical look at the main structures and issues facing collegiate esports programs, athletes, and administrators. Chapters address the needs of the campus gaming community, building gender and racial inclusivity, athlete health, amateurism and the esports athlete, the role of the technology industry, governance, career paths, and coaching. This cutting-edge volume offers information to support campus leaders and practitioners in building and expanding collegiate esports programs in the quickly growing and changing aspects of both online and face-to-face campus communities.

While multimillion-dollar prizes are common in esports today, did you know that esports began humbly in a small Asian country without a significant gaming industry at the time? And would you believe that after two decades of embracing esports, Koreans enjoy playing competitive gaming not only privately, but also at official corporate social events? If not, it's understandable. Anyone under forty-five grew up with video games as a natural part of their lives, but older generations have had minimal exposure to gaming. Without firsthand experience, it can be difficult to understand why the industry is booming and why your children and grandchildren love esports so much. Demystifying Esports bridges the generation gap by exploring the history of competitive gaming, the growth of the industry, and its explosion as a global phenomenon. Dr. Baro Hyun relies on his extensive knowledge of esports' history in South Korea to shed light on the growth and risks of this booming field.